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Mankind Pharma and ADK Fortune urges you to extend the care

MediaInfoline March 6, 2019
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Prega News Pregnancy Detection Card, manufactured and marketed by Mankind Pharmaceuticals is the category leader. For years, it has been bringing ‘good news’ to the mom-to-be.

Pregnancy is a humanizing experience. Not just for the mother, but for every member of your family. And sometimes, there are more to your family than those related to you by blood. The third installment of its iconic #YourSecondHome campaign is a timely reminder to extend the care to your domestic help. Pregnancy is a difficult time for women. Simple physical activities such as squatting and bending gets difficult. A woman’s ability to do physical chores is severely affected during this period. Our domestic helps continue to put our needs before theirs throughout their pregnancy. Highlighting this, Prega News urges its audience to sympathize with them, and urges you to turn your house, into their second home.

Commenting on the campaign, Mr. Rajeev Juneja, CEO, Mankind Pharma said that “Prega News is not just a category leader, but also the thought leader. In the past, we have struck a chord with our consumers through our forward thinking. The third chapter of our campaign not only continues the legacy forward, but also raises an important issue. Domestic helps are often neglected during their pregnancy. It’s time we stop turning a blind eye towards them.”

The campaign has been conceptualized and executed by ADK Fortune. Akashneel Dasgupta, NCD, ADK Fortune adds “With #YourSecondHome, it has been our mission to not only sensitize people towards the needs of pregnant women, but also to identify unconventional workplaces where the idea finds resonance. We often overlook the fact that our homes can be someone’s workplace. Our domestic helpers, during their pregnancy, deserve an equally nourishing and caring ecosystem like they strive to provide us. A mother-to-be has to endure a lot, mentally and physically. The circle of care starts from home. It is our humble attempt to ensure it reaches everyone.”

The campaign, which released around Woman’s Day, would be supported with other communication stimuli apart from the film. More about the campaign can be obtained from the Prega News website and Facebook page.

Watch the film : here

Credits:

Mankind Team

CEO: Rajeev Juneja

Brand & Marketing Team: Joy Chatterjee, Gunjan Virmani

ADK Fortune Team

Managing Partner: Subroto Pradhan

NCD: Akashneel Dasgupta

Creative Director: Ravi Shankar Mishra

Account Management: Shruti Negi, Itee Gupta

RBF Productions Team

Director: Tathagata Singha

Producer: Rajesh Bhanushali

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